Name: Jeff Holtgen 
Company: Silk Avenue
Position within company: Director
Website: www.silk-avenue.co.uk
How would you describe your personal design style?
Myself and my team are not allowed a personal design style!…it is subject to the client or the designers initial vision, which we then take on and develop. This allows each commission to be individual and unpredictable.
Where does your design inspiration come from?
I would say art and nature but really it is anything and everything…and the beauty of social media, Instagram in particular. People are confident in ‘exhibiting’ and documenting their surrounds, which is something we directly encourage and embrace on our website turning their images into carpet design.
Name five key themes to consider when approaching design in 2017 and beyond.
Can I say creativity 5 times!?!?!
If you could offer one piece of advice when it comes to product design, what would it be?
Take time to explore different view points within the design development stage. I normally make sure a team rather than an individual is part of this particular stage of the process, allowing different creative expressions and approaches to be explored – you normally end up with the best result possible! However I do have a great team!
How important are The International Design and Architecture Awards as recognition of talent and achievement?
Extremely important because it acknowledges up and coming new talent.
Final thoughts; tell us a little more about yourself
Your most treasured possession?
My wife!
Your favourite holiday destination?
Italy
Your favourite hotel / restaurant?
Hotel – CONRAD Algarve
Resturant – Beach Blanket Babylon, Notting Hill
Your favourite book / film / song?
Book – Warrior of the Light by Paulo Coelho
Film – Midnight in Paris
Song – Extravaganza by Jamie Foxx
Your favourite food and drink?
Food – Anything Italian
Drink – Martini Bianco
Your favourite way to spend an afternoon?
Playing a round of Golf
If you weren’t a designer, what would you be?
I can’t imagine doing anything else.
